Understanding the Values-Oriented Consumer
Content provided by Naturally Network partner SPINS
Shoppers have more information at their fingertips than ever before. Between product packaging, shelf tags, eComm sites, QR codes, and other resources, shoppers can research products and brands before they make a purchase. And that’s exactly what they’re doing. SPINS recently surveyed shoppers to understand what mindset they bring to store aisles and dove into the finding in a new eBook. We discovered that 49% of shoppers fit the criteria for the values-oriented consumer and that they are going beyond the label to find products that matter to them.
Who Is the Values-Oriented Consumer?
The values-oriented shopper is a discerning and passionate consumer who measures every purchase against 4 core qualifications: good for people, good for health, good for animals, and good for the planet. These shoppers bring a complexity to the industry that demands more attention and a deeper understanding of the product landscape.
Whether you’re a brand or retailer in the space, you want to earn the loyalty of the values-oriented consumer, who have strong buying power and an eagerness to explore. According to our survey, 88% of values-oriented consumers purchase groceries at least once per week; while 65% of them are extremely or very adventurous to try new brand and products. Compared to their counterparts, these shoppers are in stores more and ready to take a chance on new items. Coupled with the fact that they tend to have disposable income makes them a segment that has the eagerness and resources to set trends.
Every Shopping Trip Is a Personal
The values-driven consumer is more likely than other shoppers to go to natural retailers, they are also more likely to shop at warehouses, big box stores, and online outlets. In other words, they are making frequent trips to the store—almost any store—looking for a product that is good for people, health, animals, or the planet. They’re casting a wide net, which provides several opportunities for brands to get in front of them and retailers incentive to earn their loyalty. This also matters because shoppers are willing to pay for it:
8 in 10 values-oriented consumers identify animal welfare, environmental welfare, labor/worker welfare, and ingredient sourcing as worthy of paying a premium for.
Nearly 9 in 10 values-oriented shoppers are willing to pay a premium specifically for health and wellness attributes.
43% of values-oriented shoppers cite a combination of health and wellness attributes as their primary reason for purchasing a new brand.
How are consumers finding this information? They’re doing their research:
74% of values-oriented consumers always or usually look at ingredients prior to purchasing a product
75% of values-oriented consumers always or usually pay attention to labels on the packaging for food and beverage
73% of values-oriented consumers are influenced by product certification when purchasing a product
Win the Values-Oriented Consumer
The values-oriented consumer assesses each purchase by its relationship to animal welfare, environmental welfare, labor welfare, or ingredient sourcing. Whether they’re shopping at a specialty shop or a big box chain. That’s why every brand and retailer must understand this shopper and earn their trust today. You want to explore the product attributes that allow you to go beyond the label and gain a comprehensive view of the consumer’s priorities. SPINS’ extensive database contains millions of UPCs, thousands of attributes, and rich analyses that let you go beyond the label and provide the most comprehensive mapping of values to products.
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